The life you see someone living on Instagramisn't always so Insta-perfect in reality—or even, real. The prime example: @louise.delage. Two months ago, Louise Delage made her Instagram debut. She describes herself in her bio as a 25-year-old Parisian, and her photos are the definition of Insta-envy. She's pictured having rooftop drinks on a sunny Paris day, vacationing at crystal blue beaches, snuggling up with a cat at an outdoor picnic. Her clothes are always simply chic, and her hair effortlessly styled. Her extravagant, party life translated to Instagram gold. Within two months on the platform, she gained more than 47,000 followers, all eager to tag along on her aesthetically perfect adventures.

First off, she wasn't real. The account was created as part of a campaign by Addict Aide, a French organization working to raise awareness about drug, alcohol, and other types of addiction. The account and photos were manufactured with the help of a production company and ad agency. The organization created @louise.delage and the campaign to show how it's not always easy to spot someone with an alcohol addiction. The final post on the @louise.delage account is a video from the campaign, showing that in almost all of her photos, she's drinking or holding a drink. The campaign is aptly titled, "Like My Addiction."

Ad agency BETC helped create the campaign. BETC president and creative director Stéphane Xiberras told AdFreak that they wanted to "create a person people would meet every day" but would never suspect had an alcohol abuse problem. They succeeded in deceiving most of Louise's followers.

"We hoped for more followers to take notice of Louise's behavior," Xiberras told AdFreak. "There were a few people who sensed the trap—a journalist among others, of course—but in the end, the majority just saw a pretty young girl of her time and not at all a kind of lonely girl, who is actually not at all that happy and with a serious alcohol problem."

Of course, just because someone is holding alcohol in lots of their photos doesn't mean they have an alcohol use disorder. Aaron White, Ph.D., senior scientific advisor at the National Institute on Alcohol Abuse and Alcoholism (NIAAA), tells SELF that context is key. "There's a lot more that goes into determining whether someone has a problem with alcohol than the fact that in their Instagram posts, they have a glass of wine in their hand," he says. "We need to know a lot more about this young woman—how many glasses of wine she's had, what’s her relationship with alcohol."

White says that studies show that the life people portray on social media tends to reflect what's happening in their real life. But Delage's photos didn't immediately spell out alcohol use disorder to him. She's often traveling and socializing in her pictures, he says, and consuming alcohol is common in those situations. "You need a little bit more to start wondering if someone truly has an unhealthy relationship with alcohol," he says. "That could be pictures of her passed out, her saying, 'I drink two bottles of wine a day'...pictures of her in the morning after walking the dog and with a glass of wine in her hand."

Still, White says if he had a friend who held a beverage in most of their Instagram pictures, he'd approach them to get that additional context and see if alcohol is controlling their lives in a way that signifies abuse. "If somebody is concerned about a loved one or someone in their lives and their drinking, the first thing you do is ask them gentle questions—you follow up," he says. "And you do it in a very nonjudgmental, very caring way, and you try to help guide that person to the resources they need if you feel they need some help."

The NIAAA offers a list of questions to ask when trying to identify if you or a loved one is suffering from alcohol abuse. In the U.S., alcohol is the most commonly used addictive substance, according to the National Council on Alcoholism and Drug Dependence (NCADD). One in every 12 adults abuse or depend on alcohol, and it's the third "leading lifestyle-related cause of death in the nation," the NCADD reports. In France, according to Addict Aide, each year one out of every five deaths among young people is caused by addiction.

@louise.delange is a sobering reminder that as dangerous and prevalent as addiction is, it isn't always easy to identify. If you suspect a loved one is suffering from an alcohol addiction, information on what to look for and how to help them can be found here. And information about other forms of addiction is available here.